Greater Miami Convention and Visitors Bureau President and CEO Bill Talbert says the Heat dominated the top 15 cable shows last week.

Heat 2013 Playoff Run

"The Miami Heat number one. The Miami Heat and the Bulls, I guess, number 2,” he said. “And number 5 the Miami Heat.”

That’s airtime he just can't buy.

"Good Job, Good Effort" Kid Ready for the Next Miami Heat Win

Nine-year-old Jack Meyer became an Internet and TV sensation last year when the Miami Heat was down in the series against the Celtics, and he sent four little words of inspiration to the team after the game. "Good job. Good effort." NBC 6's Jennifer Reeves spoke with Meyer about his hopes for the team this year. (Published Friday, May 10, 2013)

"It's two full months of free infomercials for Miami. Those beauty shots they show, those cutaways, whether it’s downtown, AmericanAirlines Arena, right on the bay, South Beach,” Talbert said, calling the spots priceless.

Out-of-towners want to see the Heat beat, local fanatics want the win, and it all adds up to millions for the Miami economy.

The hotels are booming and so are favorite hot spots.

"We're not normally as busy on weeknights, which is why it's great that these playoff games are happening on weeknights, and we're really experiencing some good business during those time frames as well,” said Anna Whitlow of The Clevelander on Ocean Drive.